Netflix Preschool Show Secures Master Toy Partner

Guru Studio has appointed Toy State as its master toy licensee for the new animated preschool series True and the Rainbow Kingdom, a Netflix original that debuted around the world earlier this month.

Products, which include figures, role play, plush, playsets and dolls, will begin rolling out at retail in fall 2018. True and the Rainbow Kingdom follows the adventures of an 8-year-old girl and her feline friend as they rescue the whimsical citizens of their city. The show is produced by Guru Studio in association with Pharrell Williams’ i Am Other, FriendsWithYou and Home Plate Entertainment. A second season is slated to premiere next year.

“Audiences will quickly fall in love with True and the Rainbow Kingdom, and we’re elated to be partnering with Guru Studio to create an innovative new toy line with the same magical quality that makes the series so special,” said Andy Friess, the president of Toy State. “We’ve long been category leaders at retail, and we’re excited to be delivering toys inspired by the worlds of play and imagination found in True.”

“We are thrilled to have such inspired and committed partners on board to help bring this exciting new brand into the world of physical play,” added Mary Bredin, Guru Studio’s executive VP of content and strategy. “Toy State brings fresh ideas and innovative technology to traditional play patterns.”